“Content is king” is an old saying. “Quality content is king” is the new saying. In the digital marketing world, quality content is what matters the most.
Not every piece of content you write with full dedication and interest does well every time. Some just don’t disappear into thin air. Yes, you don’t deserve it. Your content doesn’t deserve to be in vain. But it happens. Most time, it happens to everyone.
Having said that, that same piece of content can help bring traffic to your blog or website, or social media page and hold a relevant place in search engine rankings probably from months or even years from when it was originally published.
Repurposing content could be a great time-saver for influencers and content creators.
Does that mean you could use any piece of your old content and just reuse it? Well, not quite. Old or new, your audiences should be able to relate to your content.
So as long as your content is relatable and evergreen, don’t worry. Just go ahead and reuse it.
Lately, even brands are into repurposing. Every brand that has an influencer and has done influencer marketing campaigns wants to know more on content repurposing
Republishing content Vs. Repurposing content
Honestly, republishing content and repurposing content are poles apart. Just doing some proofreading and checking for grammar mistakes or using a few synonyms for words, or even adding or removing a line or two doesn’t come under repurpose content.
Repurposing content requires an entirely new idea and a new perspective on your relatable, still useful content you have tweaked and made it more relatable and interesting so that it can reach a wider audience.
The upsides of repurposing content
Regardless of the size of your business, you must already have too many things to deal with. They why not save yourself a lot of time, resources, and energy by reusing your old content?
Here are a few benefits that you should know before you decide whether it is worth repurposing content your time or not.
- Multiple Goals
If your published content is already doing quite well on one platform, then you have got a big chance that it can do equally god on other platforms too. You might already have a post that is redirecting traffic to your website. Then what’s wrong with transforming it into a published pocket guide?
- Dig out less performing content
No matter how good or relatable your content is, sometimes, it won’t perform as well as others.
However, it doesn’t mean that your content is not good, it might be the time you published or due to some other reason, it didn’t perform as expected.
- Reach a new target audience
It doesn’t matter how long your post is or what piece of content you wrote and published on social media platforms. What your audience felt when you first published it might not feel the same again.
Also, as you grow your blog, you build and refine your target audience so you could always try filtering an old piece of content that you create for blog or video and republishing it for your new audiences and loyal followers.
- Widens your reach
Your followers and target audiences may have something in common, but at the same time, they are expected to have nuances in their learning ways and favorites.
So some of your audiences may prefer video while some may enjoy audio. So when you repurpose your content into a variety of media forms is an excellent way to increase your followers and influence.
- Broadens your content
No matter what niche your content comes under, persistence is crucial in marketing. Having said that, you should not use the same approach or method for every piece of content you publish. Instead what you should do is maintain and carry that same message and publish it across social media platforms and marketing channels. Repurposing old content into a variety of methods can assist you in carrying a consistent message across channels.
- Lets you target everyone
Not every single follower of your blog is at an equivalent stage in the buyer journey.
Those who are almost making a purchase or about to make a purchase might be interested in long-form content so that they make a call whether to buy it or not.
On the other hand, those who are just getting started on your blogs or business or niche might be looking for something quick and easy-to-read content.
So instead of creating various pieces of content for any of the follower’s buyer stages, repurpose an old piece of content.
- Improves your online presence
When you repurpose your old content, you will end up having more than you had before online, hence the more powerful your online presence becomes.
In order for brands to reach out to you, you should have a strong online presence, strengthening your target audience and attracting more new customers.
Content has a lot of value, even more than what you realize and believe. Dig out all your old content and take a good look at it. Carefully observe every piece of content and see what you can purpose and how you can do it.
Also, in the future, when you create new content, keep repurposing in mind so that your now freshly produced content can be repurposed later.
